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CREATE INSPIRATIONAL MESSAGES
Focus group research shows that while families may not be familiar with the term "summer learning," they react positively once they learn what it entails. Wording is also important. Focus group research shows that families respond positively to inspirational and assertive messages about “getting ahead,” “preparing for the next school year” and offering their children a blend of “learning and fun” when compared with messages about their child falling behind. Describing the program as "free" suggested a lack of quality to families; "no cost" rated more favorably.
Revisit the data collected from families and students to craft messages that speak to them. The completed Message Map above provides an example of field-tested messaging from five urban districts. Below are tools to help you develop your own messaging and communication tactics.
Families may not be familiar with the term "summer learning." A successful recruitment effort combines clear information about program features and requirements with personalized outreach.
Develop program collateral that is inviting and showcases the program as a special benefit for invited students.
Remember to ensure your program marketing materials are translated into the native languages of the families you serve.
EQUIP TRUSTED MESSENGERS
Trusted messengers are critical to reaching your recruitment goals, and three of the most trusted groups are principals, teachers and other students/peers. All three groups can set the tone that summer learning is important and fun.
Engage principals to record automated phone calls, write letters to families, hold school rallies and events and post thematic decorations in the school.
Equip teachers to encourage families of targeted students to attend through parent conferences and classroom activities and conversations that generate excitement and interest about summer learning.
Ask CBO partners to leverage their relationships with kids and families to spread the word about the summer opportunity.
Equip messengers to address key questions families will have when deciding about their child's summer plans.
What need does the program fill?
What is the most important benefit?
What makes your program unique or different?
Why should students participate?
Social marketing research shows that “high-touch,” personalized outreach is the most effective method for generating action. A phone call home or personally placing a flier in a parent’s hand is more likely to get a parent’s attention than less personal strategies such as sending a note home in the backpack.
Both parents and students are your customers, and they should be equally as excited about the program.
Recruitment doesn’t end once you’ve received a completed enrollment form. To ensure your “no-show” rate is low, dedicate staff to maintaining contact with families leading up to the first day and throughout the course of the program.
Assign clear roles and responsibilities to staff at the site level for tasks related to family outreach, student orientation and attendance tracking and follow up.
FOCUS ON SEL, CLIMATE, AND CULTURE
Intentionally planning for a positive climate and culture is one of the best ways to ensure that students not only show up on day one, but attend regularly throughout the summer. In a positive site climate, students and staff know what to expect and what is expected of them.
At the end of the summer, how will you want teachers and students to describe the character of the program, the relationships they made and their learning experiences?
How can you and your partner school or organization work together to ensure that the program environment is warm and welcoming?
What rituals and routines can be embedded to help students feel safe, appreciated and bonded with staff and peers?
Collaboratively define positive behavior policies that align with the climate and culture you want to create at your site, and train all staff on the same.
Prioritize “getting-to-know-you” activities for school and CBO staff during pre-session training, and for participants on day one. Discuss strategies to ensure every student has a “Friend by Day 1” as part of your pre-program staff training. Invite families to attend program showcases and celebrations to recognize hard work and good attendance.
Plan daily and weekly rituals that lift up student voices in songs, chants and recognition. Showcase student work and program themes in décor.
Particularly during the era of equitable learning recovery from the pandemic, assign one adult - or a "primary person" - to each child to perform one-on-one wellness checks throughout the summer.
For icebreaker ideas to ensure that students are making meaningful connections with adults and other students in the program on day one, visit the SEL Resource Bank.
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